The list, which was first published in 2010, ranked athletes by their marketing potential over a three-year period. The main criteria were value for money, age, home market, charisma, willingness to be marketed and crossover appeal.

Among the reasons given for the WTA players making the list were Stephens' fresh-faced appeal to sponsors, Azarenka's comfort in the media spotlight, Sharapova's full sponsorship portfolio, Wozniacki's passion for fashion and partnership with Danish underwear manufacturer JBS and Robson's off-court endorsement potential.

No.1 on the list was soccer player Neymar. The highest-ranked tennis player was Novak Djokovic at No.6. Other ATP players to make the list were Andy Murray at No. 18 and Rafael Nadal at No.25.